5 Car Dealership Marketing Strategies

Used car dealers face significant competition from giant online auto retailers like Carvana, and private sales platforms like AutoTrader and Facebook Marketplace. These challenges require more modern dealership marketing strategies to maintain a healthy inventory turnover. With the right game plan, you can not only attract potential buyers but also help source quality vehicles for your lot. If you need some help getting started, check out our guide below.

How Can Used Car Dealers Modernize Their Marketing Strategy?

1. Data Analytics

The term data analytics sounds intimidating, but it’s simply a different use of the information your dealership collects anyway. In this case, analytics help identify trends, patterns, and opportunities to maintain and increase business for your lot.

So, how does data analytics impact your car dealership marketing strategies? The information can be used to track which cars sell fastest in your area, so you know to stock more of what customers are looking for. Additionally, this system can help determine the vehicles that are best for your profit margin, and which ones sit on the lot too long¹. Lastly, past sales data can be used to predict what might sell well in various market conditions, including different seasons or when gas prices change.

With this information on your side, your team can price cars more effectively and save money on inventory that won’t move quickly. In turn, you’ll make better choices about which cars to stock or accept as trade-ins, giving you an edge over competitors who haven’t caught up to today’s dealership marketing methods.

2. Customer Loyalty Programs

Customer loyalty programs can provide short- and long-term benefits by creating a consistent pipeline of sales and trade-ins for your used inventory. For example, a points system that rewards service visits, referrals, and purchases can generate quick sales through word-of-mouth. It has the added benefit of building lasting relationships that can turn one-time buyers into lifetime customers through regular service visits and trade-ins.

Another popular approach is the “Trade-Up” program, where customers receive incentives when trading in their current vehicle for a newer model. This can increase sales and provide a steady stream of well-maintained trade-ins for your used car inventory.

3. SEO Implementation on Your Dealership’s Website

Your website is a digital showroom that serves as a great first impression for potential customers. However, it can mean even more to your dealership marketing strategy by implementing search engine optimization (SEO) practices. After all, many used car searches include specific terms like “certified pre-owned SUVs near me.” Include these common search queries in your content so your dealership appears higher up in search results when local buyers search for used vehicles.

In fact, local SEO is crucial for dealerships². Creating comprehensive vehicle detail pages with specifications, high-quality images, and unique descriptions helps draw more visitors to your site. SEO is a long-term strategy that makes your website a trusted source for information on in-demand vehicles, as well as post-purchase services and education.

4. Creating Content

A well-organized and searchable dealership website is only part of the equation. You may have heard the marketing phrase “Content is king.” There’s a reason the saying has endured: Content marketing establishes your dealership as an authority, which can increase organic views on your website³and engage your audience on other platforms.

The more relevant your content is, the more effective it can be in drawing attention. Effective content for dealerships includes:

Vehicle comparison guides
Maintenance tips
Financing guides and calculator tools
Behind-the-scenes looks at your processes
Customer testimonials

These pieces of content serve multiple purposes. They answer common questions, build trust with potential buyers, and create all-important digital assets that can appear on your website, in email marketing campaigns, and on social media. When customers see your dealership as a source for reliable, valuable information, they’re likely to continue engaging with your content and working with you for future purchases and car services.

5. Community Engagement

You can increase your brand’s visibility by becoming active in the community. Sponsoring local events and school programs or teaming with charities creates goodwill with the public, establishing your dealership as a force for good in the local area⁴.

Some events, like car shows and festivals, can also be used to show off your inventory and get people thinking about a trade-in. Free “Vehicle Valuation Days” can be another great card to play. Community members come to your lot and have their vehicles appraised with no obligation to sell. This shows that your dealership is trustworthy and transparent.

At the same time, it can identify potential vehicles you may want to purchase from the owners. In turn, this gets potential customers to your lot, allowing them to view your inventory while also learning the current value of their vehicle. These factors can plant the idea of trading in or making a new purchase in their head. As a result, these efforts can help ensure a continuous cycle of new inventory and sales into and out of your lot.

Transform Your Inventory Strategy With ACV MAX

Implementing these marketing strategies requires time, expertise, and the right tools. And sometimes, you just don’t have the bandwidth for it all. That’s where ACV MAX comes in. Our comprehensive platform provides dealerships with data-driven insights to make smarter inventory and marketing decisions. Request a demo to find out how we can help you get more out of your dealership's data.

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